DOI: https://doi.org/10.14710/pwk.v22i1.78149

Participatory Business Model: Strategi Pengembangan Desa Wisata Rintisan Montongsari, Kabupaten Kendal

*Sunarti Sunarti orcid scopus  -  Universitas Diponegoro, Indonesia
Maya Damayanti orcid scopus  -  Universitas Diponegoro, Indonesia
Mardwi Rahdriawan orcid scopus  -  Universitas Diponegoro, Indonesia
Rustina Untari scopus  -  Universitas Katolik Soegijapranata, Indonesia
Cathleya Adelina  -  Universitas Diponegoro, Indonesia
Hilda Fazira Setyono  -  Universitas Diponegoro, Indonesia

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Abstract
Desa wisata rintisan merupakan langkah strategis dalam peningkatan perekonomian lokal melalui pengembangan pariwisata berbasis komunitas. Pengembangan tersebut dapat tumbuh secara partisipatif melalui peran masyarakat dalam keterlibatan aktif pada proses perencanaan, pelaksanaan, dan pengelolaan pariwisata. Desa Montongsari merupakan desa yang direncanakan menjadi desa wisata rintisan, karena telah menemukan potensi baru untuk pengembangan pariwisata. Terdapat hambatan, yaitu masyarakat memiliki keterbatasan pengetahuan dalam merencanakan, melaksanakan, dan mengelola pariwisata di Desa Montongsari. Meskipun demikian, terdapat keinginan yang kuat dari masyarakat dalam mewujudkan pengembangan pariwisata di Desa Montongsari. Dibutuhkan suatu instrumen strategi yang dapat menjembatani masyarakat dalam menambah pengetahuan terkait pengelolaan pariwisata di Desa Montongsari. Tujuan penelitian adalah menganalisis instrumen participatory business model yang dapat digunakan masyarakat sebagai strategi pengembangan Desa Wisata Rintisan Montongsari. Metode penelitian menggunakan pendekatan kualitatif deskriptif melalui teknik Focus Group Discussion (FGD) dengan Pemerintah Desa Montongsari, kelompok sadar wisata (pokdarwis), dan karang taruna. Hasil penelitian menunjukkan bahwa instrumen participatory business model dalam bentuk Business Model Canvas (BMC) dapat digunakan masyarakat dalam pemetaan potensi guna melakukan pengembangan pariwisata di Desa Montongsari. Dengan demikian, perencanaan yang melibatkan partisipasi masyarakat dapat menjadi inovasi dalam pengembangan desa wisata rintisan.

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Cover Letter_Partisipatory Business Model Strategi Pengembangan Desa Wisata Rintisan Montongsari Kabupaten Kendal
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Keywords: Desa Wisata Rintisan, Pengembangan Pariwisata, Partisipasi Masyarakat, Business Model, Instrumen
Funding: Direktorat Penelitian dan Pengabdian kepada Masyarakat, Direktorat Jenderal Riset dan Pengembangan, Kementerian Pendidikan Tinggi, Sains, dan Teknologi under contract 360-16/UN7.D2.1/PM/VI/2025

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